Customer Value Influences on Relationship Quality and Subsequent Behavioral Intentions: An Empirical Study of Location-Based Service Platforms

摘要

Location-based service (LBS) can be applied in various contexts, such as business districts, shopping malls, and they can be used to identify the geographical location of a person or object. Despite the potential for LBS is growing in popularity, in today's severe competitive environment, any lead in the race is eroded quickly by imitation or even by superior technology from competitors. As such, the business value lies in the quality of relationships between LBS platform and their users, thereby fostering and augmenting users' sustained loyalty to the sites. The objective of this study is to uncover the factors related to customer value affecting the generation of user's relationship quality and subsequent behavioral intentions from customer value perspective. We test our model by surveying users from several well-known LBS platforms in Taiwan, and our empirical results indicate that functional, emotional and social values have stronger and positive effects on relationship quality, and relationship quality positively strengthens user's behavioral intentions, in terms of usage intention and word of mouth. Implications for practitioners and scholars and suggestions for future research are also addressed in this study.